“The dual benefits of deeper consumer insights and sophisticated measurement will help keep Toronto at the leading edge of our industry.”

The collaboration means Tourism Toronto is committing to Google and its video sharing platform YouTube as its principal marketing channels.

Google will provide Tourism Toronto with measurement and strategic insights into the performance of its online marketing content and the impact in key visitor source markets.

Chris Adamkowski, head of government, tourism and airlines at Google Canada, said: “Our goal is to help Tourism Toronto reach more people from around the world who are interested in Toronto as a tourist destination.

“To do that, we have built specific tools to help Tourism Toronto better understand what kinds of marketing approaches to use in order to differentiate Toronto as a destination and grow visitors to the city.”

The tourism sector in Toronto had a record-breaking year in 2017 when 43.7 million travellers visited the region.

Visitors to Toronto spent $8.8 billion – the most economic activity ever generated by the region’s tourism industry which represented $700 million more in hotel rooms booked, attractions seen and restaurants experienced than in 2016.

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